There are no certified figures in Italy regarding subscriptions to pay-TV offerings. Estimates therefore remain the only way to analyse the subscriber numbers of pay-TV platforms, both linear and non-linear.
Thanks to one of the research studies that analyses pay-TV data based on the number of subscriptions, namely Sensemakers, it has been possible to provide an overview of subscribers in Italy. The data, updated to July 2026, concern subscriptions to connected TV services and refer to approximately 14 million users.
The platform with the largest number of subscribers is Prime Video, with 11 million contracts. This figure clearly also includes customers who activate the service in order to benefit from Prime delivery on purchases made through the online store. For most people who subscribe to this service, in fact, access to audiovisual content is not the primary reason for subscribing.
Among the platforms whose core business is the distribution of films and TV series is Netflix, with 5.75 million subscriptions. It is followed by the Sky Group, with 4.3 million contracts. This figure needs to be broken down further: 3.2 million are subscribers to Sky itself, while the remaining 1.1 million relate to NOW.
As for DAZN, subscriber numbers have now fallen below 2 million, despite an offering strongly focused on football, including the 2026 World Cup, Serie A, European competitions — the Europa League and Conference League — and foreign leagues.
Disney+ has 1.62 million subscriptions, while HBO Max, owned by Warner Bros. Discovery, has approximately 500,000 subscribers and Paramount+ has 350,000.
These figures show that, even if the merger between Paramount+ and HBO Max were to go ahead, the two platforms combined would still not reach the one-million-subscriber threshold.
Photo Credits: Photo by Anthony Gomez su Unsplash
